How to explore Audience Solutions for Action Goals

 Starting your audience strategy by targeting those with the highest intent and then gradually expanding to broader audiences is a proven approach to drive action effectively. This strategy allows you to prioritize resources and budget on audiences that are more likely to convert while gradually increasing your reach. Splitting audiences into separate ad groups or campaigns can further enhance the effectiveness of your campaigns.

 Here's how to implement this approach:

1. High-Intent Audiences:

Begin with your high-intent audiences, such as website visitors who have viewed specific product pages or taken other significant actions. These audiences are closer to the conversion point.

Create dedicated ad groups or campaigns for each high-intent audience segment. This segmentation allows you to tailor your ad creatives, messaging, and bidding strategies specifically to these groups.

2. Customized Messaging and Offers:

Craft ad creatives and messaging that resonate with each high-intent audience segment. Highlight the value proposition and benefits that are most relevant to their specific interests and actions.

If applicable, offer personalized incentives or promotions to encourage immediate action from these audiences.

3. Remarketing and Retargeting:

Implement remarketing or retargeting campaigns to re-engage users who have interacted with your brand but didn't complete the desired action. Show them relevant content or reminders to encourage conversion.

Utilize dynamic remarketing to display personalized product recommendations based on users' previous interactions.

4. Gradual Audience Expansion:

Once you've optimized your campaigns for high-intent audiences and achieved a satisfactory level of conversions, start expanding your reach.

Add broader audiences, such as lookalike/similar audiences, interest-based targeting, or demographic targeting, to reach potential customers who may not have interacted with your brand yet.

5. Granular Ad Groups or Campaigns:

As you expand to broader audiences, maintain a granular approach by creating separate ad groups or campaigns for different audience segments.

This granular structure allows for more precise optimization and budget allocation. You can adjust bidding, ad creatives, and targeting settings to suit the characteristics of each audience segment.

6. Ongoing Optimization:

Continuously monitor the performance of your ad groups or campaigns. Analyze key metrics such as click-through rates (CTR), conversion rates, and return on ad spend (ROAS).

Make data-driven decisions to optimize ad spend and focus on the audience segments that deliver the best results.

7. Testing and Experimentation:

Don't hesitate to run A/B tests within each audience segment to refine your ad creatives, messaging, and landing pages.

Experiment with different ad formats and placements to identify what resonates best with your target audiences.

By following this audience strategy, you can effectively leverage high-intent audiences to drive immediate action and then expand to broader audiences for increased scale. The granular organization of ad groups or campaigns enables you to fine-tune your advertising efforts and allocate resources where they have the most impact. Remember that audience strategy is an ongoing process that requires regular assessment and adjustment based on campaign performance and audience behavior.